Facebook claims its new ad server will target ads on websites and mobile browsers more accurately than Google’s DoubleClick. But the big, public ad agency it’s partnering with says it’s more excited about Atlas’ impact on Facebook itself.

Google has acquired Invite Media, a young startup that helps display advertisers optimize how they spend their money across different exchanges and platforms in real-time. Invite Media in a way completes Google’s advertising suite, but it also poses questions about lock-in given existing DoubleClick products.